A Guide to Marketing to Your EMEA Market | Cloud10 Marketing
Take the Guesswork out of Marketing to Your EMEA Market
The EMEA market (Europe, Middle East, and Africa) offers near-limitless opportunities for expansion, profit, and growth. From successful businesses to start-up ventures, many companies across the US are justifiably interested in pursuing the EMEA market. The problem is that very few of these enterprises know where to start.
Marketing to the UK and EMEA might offer big potential rewards, but it also presents significant hurdles. Even between the United States and the United Kingdom, there are several sizable cultural differences to consider. (We Brits are a weird lot!) But, Expand the scope to include the rest of the EMEA—from Arabic countries to Asian markets all the way to Africa—and the cultural differences become even more prevalent and pronounced. Trying to reach all these markets means considering all the cultural differences (not to mention language barriers) and building those differences into your marketing strategies.
Finding a Way to Reach and Recruit Resellers
It’s the cultural differences that are prevalent in the EMEA market that introduces so much guesswork into EMEA marketing. Frankly, it is impossible to be intimately familiar with every local market you are trying to reach when you adopt an EMEA marketing strategy. It’s tough enough to try to localise your marketing when you are doing business in your own country. When you are doing business in foreign areas and dealing with language barriers, customers with very different cultural backgrounds and interests, varying laws and regulations, and different competitors in seemingly every region, localised marketing becomes even more overwhelming.
The key is to seek assistance. Many businesses flounder with their EMEA marketing campaigns because they try to do everything themselves. They figure they know marketing well enough to take on European, Middle Eastern, and African markets, and they start out by trying to make their go-to market strategies work in these new regions. What they don’t consider is the importance of communicating in the “mother tongue” of their intended markets or the importance of adopting streamlined nurturing processes that convey the right message - And we're not just talking copy translation!
As the marketing landscape develops, it is important to roll out the same level of marketing focus to the rest of your UK and EMEA market, ensuring that marketing automation is adopted and configured independently for each region. It is by no means a one-size-fits-all approach! Aligning your localised sales efforts, with your existing marketing processes and content, may also prove a challenge, as you consider the need to relook at your martech stack to accommodate the requirements for each of the new areas. Your buyer personas in different countries may differ, the over all market for your products will certainly differ from country to country, and all of this needs to be taken into consideration to avoid all of these initial efforts being wasted, and to give your overseas sales footprint the very best chance to succeed.
If you are going to succeed in EMEA marketing, unless you're prepared to recruit an entire EMEA Marketing team, you will need to outsource. There's no getting away from it. You're going to need to work with GTM (Go to Market) strategists who can help you understand the areas you are trying to reach. It’s through this network of collaborators that you will be able to tweak and build your end-user focus so that it appeals to both the end-users and resellers in the regions you are targeting. From there, you will be able to connect with technology resellers and distributors who like your product and brand message and want to market it to their customer bases.
How Cloud10 Marketing Can Help
Don’t make the mistake of going it alone as you expand into the EMEA market. Instead, consider linking up with our team at Cloud10 Marketing for assistance. We can offer you deep inside knowledge of the markets you are trying to reach, as well as an outsourced marketing team with a combined 20 years of experience in emerging technology marketing, telecommunications, IT, hospitality, and start-ups, who are help you start reaching your target markets as soon as possible. We can’t make cultural or lingual boundaries disappear, but we can help you navigate them and maybe even turn them into strengths.
Also, we have experience in the realms of marketing automation, content management systems, customer relationship management software, and other vital (martech) marketing technology tools. We can consult with you on the tech and marketing stack needs of your team, as well as assist with building your marketing infrastructure for you. With these systems in place, you and your reseller channel will be better equipped to market to your EMEA audiences, establish quality customer relationships, turn customers into brand ambassadors, and start building your presence in new cities, regions, and countries.
EMEA marketing brings numerous sizable challenges that even the best marketers may not be ready to face—at least not based on their domestic experience alone. At Cloud10 Marketing, we provide the international marketing perspective that your company needs to start reaching international audiences. If you have been thinking about EMEA expansion, give us a call 0203 811 0414 to start discussing what we can do for you.
Originally published August 03 2017, updated February 07 2018